Male grooming market booming

THE male grooming industry has been burgeoning since 2000, and sales of male beauty products accounted for £685 million of spending in the UK last year.

The overall sector has increased in value by a staggering 800 per cent in the past eight years. It’s safe to say, therefore, that men are officially into beauty.

And it’s not confined to “metrosexuals” – nor should it be. For today’s male grooming world is no niche market.

I don’t know of any man – young or old – who continues to think that a tube of moisturiser poses a question about their sexuality.

The cosmetics industry has fuelled the demand, with the likes of Clinique, Clarins, Dermalogica, Jean Paul Gaultier and Dior all launching men’s cosmetic and skin care ranges in the past couple of years.

Research by Boots revealed that it is the fastest growing sector within the cosmetics and beauty industry, while retail analyst Datamonitor revealed that men now spend more than £278m on hair care products and £65m on skin care. Attitudes have most definitely changed.

During my years as a make-up artistin London, I was fortunate enough to come across a range of top beauty brands and discovered some great male grooming products. I also saw, first-hand, how the male skin care market has rapidly grown.

So it made sense that when I opened the DollyLeo Apothocary in Stockbridge, I cherry-picked the best in the market. Items such as shine reduction powders, correctors, and a wide selection of skin care and shaving products are now available in the city as male grooming is just so important now.

So what should men be doing for the coming season? First up is a decent shave. Gone are the days of a blunt razor and a bar of soap. A shave is not meant to be a chore, with the right products, it can be a great, comfortable experience.

The key to a perfect shave is to prepare your skin. If possible, shave during or after a hot shower. The heat and moisture help to soften the hair and prepare the skin for the shave. Apply a pre-shave oil, which will protect the skin from the razor, help the blade glide smoothly, reduce irritation and nourish the skin.

Glycerin-based shaving creams with natural moisturisers are best applied with a badger hair shaving brush. Using a shaving brush helps to create a rich lather and lift each hair, helping to give the smoothest shave possible.

Shave with or across the grain of your hair, and not against it. Shaving against the grain is the main cause of irritation and razor burn. Rinse the razor regularly and use a good quality blade, remembering to replace the blade often. A dull blade is also a common cause of razor burn and irritation.

Then, moisturise. This is crucial, especially with the colder months ahead when the weather – and the central heating – dries out the skin. A soothing after-shave balm is a must, but I always advocate a daily moisturiser with an SPF of at least 15.

If skin is very dry and sensitive you could use a serum under the moisturiser – or opt for a more hydrating cream.

Or let the experts do it for you. Matt Raine from Truefitt and Hill – the oldest barber shop in the world – will be in-store on September 2 to perform professional hot shaves, and show you how it’s really done.

Simple and easy – and not a manscara in sight.

Sadie Jean Sloss is a professional make-up artist and owner of DollyLeo Apothecary, 22 Raeburn Place, 0131-315 2035, www.dollyleo.co.uk. A 40-minute appointment costs £30 and there’s ten per cent off all men’s products purchased on the day.